FY20 SEO Strategy final version презентация

Sessions vs. revenue division on all online marketing channels over the last 3 months (data from Google Analytics)
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Growth in organic traffic and revenue since the launch of Russian market (data from GA)

Traffic numbers for 3 months (May vs. July) in 2018 and 2019, according to search engines Yandex and Google
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Position calculation
Monthly
search volume
1-3
4-10
11-20
21%
40%
38%
60%
41%
0%
CURRENT %
GOAL %
Keyword
Position
21+
Number of keywords per cohort
50
148
165
1814
Source:
AllPositions

MARKET INSIGHTS

What is the search volume in the market? And what topics?
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Focus on | Purchase Keywords
Source:
KeyCollector

What are the most important insights/trends for your market?
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JUUL’s expansion
on the Russian market
in the Russian
Electronic cigarette is a prohibited word in the Russian market.

What are the most important insights/trends for your market?
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Key learnings
Semantic preference: search volumes for latin spelling [vape] are decreasing, while searches for [вейп] are increasing.

Most important insights/trends for Russian market in the search engines Yandex and Google
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Own content
The content strategy should include not just responding to the audience's requests and attracting traffic to the page, but directing users to the next action, for example, making a purchase.
Internal optimization
Content must respond to user requests
Quick conversion: reduction of time from exploring the brand to buy
Users understand how to find a store
Users can track the stages of order processing
Website optimization taking into account Mobile-First Indexing
Google considers mobile versions of sites a priority in the distribution of rankings and mobile, and desktop issuance, so it is important to correctly optimize the mobile version of the site.

Most important SEO recommanded cases from FY19 which gave traction on organic traffic
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create pages for target groups of;
creation and optimization of internal pages-filter;
creation and internal optimization of pages-tabs;
development of the section "Blog" and filling it with content;
optimization of snippets for CTR growth in search engines;
setting up internal site linking;
optimization of the mobile version of the site;
work with reputation in the network.

Сompetitors analysis (E-tailers)
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Source:

Сompetitors analysis (Brands)
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Source:

Сompetitors analysis (Brands)
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Key learnings
Over the past 12 months, interest in blu’s competitors is growing while interest in blu has stayed relatively the same.
This indicates that competitors are putting more effort in branding campaigns as blu does.
Right now, blu is risking the chance of being overtaken by their competitors more than one year ago.
When comparing blu, Juul and Glo to IQOS, it shows that the interest in IQOS is way higher than the other 3 brands.
Source:

Сompetitors analysis (Brands)
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Source:
Key learnings
Where the Google Trends graphs show interest in a certain topic, the graphs on the left show the search volumes for a particular keyword (in Yandex).
The graphs on this and the next slide shows that the findings that hold for Google are also applicable in Yandex.
This means that the search intent is similar over the different platforms and that we have stronger evidence of behavior in the market overall.

Сompetitors analysis (Brands)
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Key learnings
Alike Google’s findings, these graphs show that the search volumes for the focus keyword (brand name) is increasing at a steady rate for blu’s competitors.
This is not t he case for blu. The search volume seems to be fluctuating over time.
While blu’s search volume is still higher than Juul and Glo, the competitors are gaining more popularity.
Source:

Search volume in the Russian market Yandex vs. Google
Vape - one of the most popular words and phrases with it, very effective (data from Google Analitycs for the last 3 months)
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Vape / Вейп

Target audience (all period)
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Gender

CTR | Google
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Key learnings
For Google, branded CTR is quite low. Even though positions for branded keywords are high, people do not click that much on the result.
This indicates that one focus point for FY2020 could be trying to increase CTR.
Source:
CTR curve sheet

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Strategy / Plan of Approach
For growth of organic traffic from the search engines Yandex and Google should:
create landing pages for target groups of queries;
create regional pages for website promotion in Yandex search engine;
create "Blog" section;
filling the site pages with content for target groups of requests;
content and optimize content for regional pages;
fill the "Blog" section with content»;
to configure the linking site;
configure page micro-markup to increase the CTR of snippets;
optimize the mobile version of the site.

Winning in SEO
Insights and reporting
SEO Dashboard
Market Insights
Competitor Analysis
Platform Development
Technical improvements
Crawlability
Site Performance
Mobile
Site Architecture
Content & Relevance
Keyword Research
Content Gap Analysis
Content optimization
SERP CTR% Improvement
Local / Store Optimization
These activities/packages are in the global market master agreement and will be executed together with iProspect.
Authority & Reach
Performance Linkbuilding
Outreach & Content Amplification
Global team
Local team
Execution

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SEO Strategy 2020
Internal Optimization (details on slide 23)

Local marketing plan and Proposition plan FY20 to support Organic search intent during the year
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Site Audit
Yandex.Webmaster and Google Search Console data analysis
Creating a feed for turbo pages
Snippet Quick Link Control
Use micro markup
Site analysis and technical recommendations development
Indexed pages analysis and searching hidden and duplicated content
Checking server response correctness and HTML-code
Analysis of site structure, internal links, searching for "broken" links

Local marketing plan and Proposition plan FY20 to support Organic search intent during the year
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Internal Optimization
Recommendations for optimizing existing pages: headers, meta-tags, text, templates
Recommendations for new pages and sections
Copywriting for new pages
Recommendations for optimizing of internal links
Snippets analysis and recommendations for their improvement
Recommendations implementation and implementation checking

Local marketing plan and Proposition plan FY20 to support Organic search intent during the year
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External Optimization
Working with backlinks (still a major ranking factor in Google)
Current backlinks analysis
Anchor texts
Page and site quality
Searching for broken links
Recommendations for setting up redirects
Competitors backlinks analysis
Searching for relevant sites and posting new links